Board Meetings are (Virtually) the New Happy Hour

Written by Allie Specht IN Blog 11Dec 2017


Unsure whether virtual prototyping is the optimal choice for your go-to-market strategy?


Take a moment and picture this: You’re a decision maker in a board meeting, let’s call it Tuesday.

You’re deciding which package is going to represent your latest line of premium spirits.

You have different designers pitching their individual concepts. The first designer has created sketches and 2D renderings, built a story surrounding the product, and has estimated the expected time-to-market. The second designer provides the same, but also shows you a 3D render that you can move and spin. Both designs might show promise, yet need adjustments. The first designer promises to be back on Thursday with an updated design while the second designer adjusts the package based on your feedback right before your eyes, in real-time. Then, they put it onto a supermarket shelf, next to your competitor.

Which of the two designs do you think will make it to shelf?



Great packaging has the power to sell a product – we all know this. However, most of those products never would have made it to the shelf if they weren’t first “sold” to stakeholders using a prototype.

The traditional prototype is a preliminary model of a product or package developed to help designers and engineers, along with other business professionals, visualize a concept before creating a finalized version. Prototypes not only help visualize a design, but also ensure folds/creases line-up correctly, artwork has been properly distorted and a package is truly ready for production.

The present and future of the traditional prototype, is the virtual prototype – a packaging prototype produced quickly and cost-effectively entirely by a 3D modelling program. Here, you have the ability to simulate all features of a prototype and realistically visualize its final design in order to create the most dynamic package possible, in the least amount of time.


Virtual prototyping shortens the packaging cycle from initial ideation to final review, allowing for greater innovation at every stage. With real-time iterations, brands are able to troubleshoot and refine designs while testing different colors, finishes and more. This presents the opportunity to get timely buy-in from stakeholders and focus groups early in the process. This marketing feedback can then be leveraged to make the necessary changes to a package in order to become more effective.

All the while, you are saving money. Money that would have been spent on multiple physical mockups or catching design mistakes at print, can be allocated elsewhere. A virtual prototype helps conceptualization of and iterations to a design, so that when you begin to build a physical prototype, it’s done well the first time.

Gold vs. silver foil, embossing effects on cardboard or glass – making these changes to conventional, physical prototypes can take hours and even days. When using the right tools, however, even the most complex design adjustments can be performed and visualized within seconds.

Virtual prototyping also lets users save design files as templates for any given product line, so creatives can quickly mockup an entire product line in a single render. This versatility gives the unique opportunity to visualize the cohesiveness of a brand without the cost of printing physical prototypes.

All-in-all, your products are getting to market faster and selling better – at a fraction of the cost. Saving you enough money for happy hour.


For more information about 3D Prototyping or iC3D, our 3D packaging software solution, please contact us at:

Read 427 Times Last modified on 11 December 2017 3:53